Spain’s Sporty Cupra is Coming to America

Cupra—the upstart VW spinoff with a Spanish flair—will enter the U.S. market by 2030.

Originally the Cupra badge was placed on the swiftest models from the VW Group’s Seat marque, but in 2018 it became a brand in its own right, while Seat itself will cease to exist by the end of the decade.

In order to bring Cupra’s mix of sporting ICE, hybrid and EV models to the U.S.A. the company aims to partner with Penske Automotive Group.

“CUPRA’s ambition is to be a truly global brand and expanding into the United States represents one of the greatest milestones on our journey,” says Wayne Griffiths, CEO of CUPRA. “We have great respect for the U.S. market, recognising that a strong distribution and retail strategy is essential for success. By entering into preliminary discussions with Penske Automotive Group, we are exploring opportunities with the best possible partner, one with the right distribution network to introduce CUPRA to a new generation of American car lovers.”

In Europe the Cupra line-up includes the fully-electric Born and the Tavsacan SUV coupe which both sit on VW’s MEB platform, but still manage to have their own unique personality. The Terramar (pictured) and Formentor SUVs and Leon hatchback and wagon are available in gas or hybrid forms, while the company’s largest Ateca SUV is gas-only. The Born and Leon are probably deemed too small for the U.S. market, so expect SUVs to lead the march.

Cupras are already sold in Mexico and the company has said that at least one model will be built in North America to drive the firm’s U.S. plans.